One of the founders of the Digital Content NewFronts, Digitas titled its own presentation this year The #Boycott NewFront. Afterward, in this interview with Beet.TV, Kahn makes the agency’s case for brand involvement in issues to which consumers can relate.
“Right now, everyone’s taking sides in issues everyone has causes and beliefs and brands need to have them too,” Kahn explains. “So it’s time to make that part of your agenda, part of your strategy and part of your curriculum.”
It’s the agency’s role to set the table by imparting information and knowledge about the conversations that are always happening within a given brand’s consumer set. “Understand the interaction that their audience has out in the marketplace. And then sharing with them all the stories of brands that have taken stands, have a brand view and the positive outcomes.”
Those outcomes aren’t necessarily material in nature, for example sales and market share, according to Kahn.
“I’m talking about brand reputation, brand preference, loyalty, enthusiasm and love. You can tell them those stories and then work with them in an authentic way for them to identify what resonates for them, what they can stand for.”
Asked about measuring performance, Kahn says it’s always been about driving things at the point of conversion “and now it’s about driving things at the point of connection” based on genuine, authentic brand identity.
“So I think it’s changed now that performance can’t be driven by just straight call to action. It’s got to be created by an emotional connection and I think that’s where an agency like Digitas can jump in and help the clients we serve.”
This video is part of Beet.TV’s coverage of the Digital Content NewFronts 2018. The series a co-presentation of Beet.TV and the IAB. Please see additional videos from the series on this page.
]]>Performics’ CEO Michael Kahn says the agency covers a range of advertising channels:
For him, the reason marketers want this is down to a fundamental shift.
“We’ve moved in to a post-awareness world,” he tells Beet.TV in this video interview. “Having brand awareness simply isn’t good enough.
“Now you have to understand the intent behind their actions. You can then capture and convert it in to revenue from a relationship. Marketers want to drive performance everywhere.”
After brand campaigns have lit up initial consumer interest, Kahn talks passionately about finding and acting on that consumer intent with something a little stronger.
“We’ve created a proprietary planning process called intent-based planning – our data-infused approach to understanding the consumer journey… how intent is expressed and the places we can capture that intent,” he says. And Kahn’s not stopping there:
This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.
]]>“I believe that the marketing world has moved from a post-awareness world to one fully focused on consumer intent,” he says in an interview with Beet.TV recorded last month at DMEXCO. Making a case for intent’s importance, he observes that it dictates why people go to a website, visit a store, respond to a friend’s social query and, ultimately, make a purchase.
He also expects to see more and more marketers using content to create personalized experiences at scale, and this will be enabled by programmatic buying.
“I think programmatic’s going to be tied more and more to content,” he says.
He observes that many marketers attend DMEXCO to learn about advances in data and analytics.
“[It’s] why DMEXCO only gets bigger every single year, because of all the people focused on how to leverage the digital age and the digital moment,” he says.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
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